What is Sponsorship Marketing?

Sponsorship marketing is about emotion.

Sponsorship marketing is about borrowing the brand equity that a property – sports franchise, cause or entertainment activity – has with a customer segment and translating those positive feelings and emotions to the sponsor’s brand.

Essentially, sponsorship marketing is the acquisition of rights to directly associate with a property’s fan base or constituents who are desired customers of the sponsor. With these rights, the sponsor can directly interact and message targeted customers with support from the property.

Sponsorship marketing connects brands with their customers.

The key is determining what sports or entertainment property your desired customer feels an emotional attachment with and capitalizing upon that connection.

The word “fan” is short for fanatic; this describes the emotional attachment people feel towards their teams, schools, communities and charities. At TSC, we want use that positive emotion to differentiate your brand and create brand preference and sales.

a.Sports – Score the attention of potential customers through sports of all shapes and sizes
b.Arts – Cultivate customers through culture. Build relationships through associations with life’s finer things
c.Entertainment – Catch the hottest bands, comedy tours and festivals and capitalize
d.Cause – Benefit the brand through non-profit and cause related efforts

How is Sponsorship Different from Other Media?

The purpose of marketing is to create a base of satisfied customers by establishing a value-driven relationship. In order to establish this relationship it is imperative to understand what customers want, to communicate with customers that you understand them and to supply products or services that deliver on their desires.

Sponsorship marketing is unique from other channels based on the ability for your brand and brand message to engage a target customer on a personal level. This is done through in-venue signage and messaging, dissemination of promotional material, interactive promotions, high-end hospitality, and more.

No other marketing or communication strategy provides companies with the opportunity to physically place information or product samples in a targeted customer’s hand. No other medium presents the opportunity for once in a lifetime opportunities like meeting Michael Jordan or Peyton Manning or having the opportunity to drive a stock car at Charlotte Motor Speedway.

Sponsorship marketing provides unique opportunities for brand differentiation through the unique offerings a brand can pass through to its customers.